What is geotagging?

Geotagging is the process of adding geographical metadata to your online content with the purpose of identifying the physical location of where the content was posted from.

Geotagging may be in the form of latitude and longitude coordinates, or it may involve tagging a place name, like an attraction or a business.

Why should you use geotagging?

If you’re a location-specific business, you stand to benefit most from growing a local audience.

By tagging your website or social media posts with your physical location, you make it much easier for local customers to find you.

This benefits users too. In an infinitely large online space, users still crave the ability to find local content, because they want to find the content that’s most relevant to them.

4 Ways to use location-based marketing

1. Geotag your Instagram posts

Instagram allows you to tag your photos, videos, and Stories with a physical location.

Why should you use Instagram geotagging?

By tagging your Instagram posts with your location, you are more likely to show up in local users’ Discover feed, or for users who are specifically searching that location.

This is a great, low-effort way to boost engagement.

You can also tag your posts with an event, so that eventgoers can find your content.

2. Geotag your other social media posts too

Facebook, YouTube, Twitter, and most other social media apps also let you tag posts with your location.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram.

3. Use local search ads

If you’re trying to target an audience with a specific location, you can run location-targeted ads on Google, Bing, and other search engines.

Your ads will target users who are searching with your specific location keywords, either in their search results page or on the map results.

4. Real-time geolocation marketing

If your business has its own app, you can use your customer’s physical location to present them with an offer once they’re within a certain distance of your store.

For example, you could push a notification with a recent sale, or trigger part of the customer experience. Consider getting analytics cerftification in case you want a stronger grip on your marketing numbers.

The Atom movie app, for example, allows you to pre-order concessions like popcorn. Once you arrive at the theatre, your geolocation pings the concession stand to prepare your popcorn for you by the time you arrive.

Related Articles:

Incorporating Memes, Emojis, and Gifs Into Your Social Strategy for Higher Engagement

5 Valuable Hashtag Marketing Strategies Proven to Engage Audiences

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram.

The post How Can I Use Geotagging In My Digital Marketing? appeared first on Keyhole.

“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”

-Jasa Laliberte, Marketing Manager.

The festival was originally started in 2013, and by 2015 was selling out. In 2018, with an impressive lineup, festival tickets sold out earlier than ever before, spurring successful sales and a dedicated fanbase in the years of the festival after.

“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”

Why Keyhole?

The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:

Identifying & Finding Influencers

Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers feature.

The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.

“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”

Identifying Trends by Tracking Hashtags Year-Round

According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.

We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”

“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”

By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their marketing strategies and event accordingly.

“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”

By being able to identify trends and track keywords and hashtags, it brings numerous benefits to the team by being able to measure reach and engagement, benchmark against competitors or other similar festivals, as well as track how people feel about milestones such as lineup announcements. 

Sharing User Generated Content Live At Your Event

Keyhole offers a Media Wall feature that’s extremely easy to moderate, and allows your audience to share content and connect on any sized screen. 

Whether it’s a massive jumbotron or simply a mobile app, help your event attendees connect and share experiences through the Media Wall feature. 

BottleRock uses Keyhole’s Media Wall to live stream content that festival attendees share on their social media to enhance the experience.

The team can also control what is actually being displayed on the Media Wall with the handy moderation feature – filtering out any content that may be inappropriate or irrelevant. 

Optimizing Content

Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.

Keyhole’s word cloud for the ‘#BottleRock’ Keyword tracker shows what else people discuss when talking about Napa online.

“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”

The word cloud helps to identify relevant themes and topics that can bring insights into marketing strategies by shining light on subjects that are also being buzzed about. 

Keyhole Streamlines Marketing Processes

Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.

What can Keyhole do for you? Sign up for a 3-day free trial and find out!

Related Articles:

Broadcast and Media Companies: Improving Performance with Social Media Analytics

How NBC Universal Uses Keyhole to Flag Security Breaches

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

The post How BottleRock Music Festival Amps Up Influencer Engagement With Keyhole appeared first on Keyhole.

“Media plays an impact, we had 1.6 billion impressions on #WorldElephantDay. Now, we have to find a way to turn that engagement into funding and sponsorship so that it can continue to help the elephants”.

Every August 12th, the world gets together to save elephants for #WorldElephantDay. The annual awareness campaign, which began in 2012, was created by documentary filmmaker Patricia Sims and her colleagues.

“When I started to learn about elephants, their intelligence and their emotional capabilities, I learned also about how complex some of the issues that affect them are, and decided it was important to bring the world together on finding solutions. That’s what inspired me to create World Elephant Day,” shares Patricia.

Today, Patricia continues to lead this annual campaign as the Co-Founder and Executive Director of the World Elephant Society, a nonprofit tax-exempt 501(c)(3) charity organization that supports World Elephant Day as well as its website and related events.

Patricia amplifies World Elephant Day through Keyhole year-round by a) finding and connecting with influencers and b) easily collecting campaign data to help secure investors and sponsoring partners.

Influencers: As the campaign has gained traction over the years, it has become globally recognized in the elephant conservation movement. Patricia shares that, as a result, influencers and organizations often use the campaign’s hashtag year round in connection to other elephant conservation movements, sponsoring programmes, and more.

By using Keyhole, Patricia and her team are able to easily identify top influencers engaging with their hashtag, and directly reach out to them to amplify their message.

“Influencers have really helped us with growth- when you can target them specifically, it can help get your message out so much more effectively,” tells us Patricia.

Data for Investors: Patricia’s team works with Keyhole to help identify campaign reach, engagement, and growth, easily organizing all this data and helping Patricia present it to potential collaborators and sponsors.

“With the data collected using Keyhole I turn engagement into action, drafting reports for potential partnerships and funders that demonstrate our growth, reach, and impact.”

Result

Keyhole has helped World Elephant Day get more value out of its social media presence.

In 2018, Patricia and her team will use this data to create a more formal brand strategy, taking advantage of the large brand impact her campaign has in the conservation space to attract sponsors and partners to support the World Elephant Day campaign and her organization year-round.

*All images courtesy of World Elephant Society

The post How #WorldElephantDay Uses Keyhole To Help Find Investors appeared first on Keyhole.

The Challenge

When Billboard was planning its first ever Hot 100 Music Festival, the internal team needed help with their social media strategy. It was more important than ever to identify key influencers and a social measurement of success.

How Keyhole Helps

1. Using Social to Track Marketing KPIs

With Keyhole, Stephanie and Katherine can easily track real-time data and post engagement. This allows them to choose event partners strategically and measure success metrics, such as the reach and engagement, of their digital campaigns and events.

• Follower growth before and after influencers are engaged
• Type of content fans love
• Fans’ reactions and sentiment to the posts
• Who to partner with to drive most fan engagement for Billboard

2. Capturing Buzz in Real-Time

Stepping into work every morning, social chatter around trending artists is on the social media team’s radar. Using Keyhole’s alert feature, Billboard can find out who’s mentioning them on social media. The ability to get real-time alerts and insights on these social conversations provides immediate value.

3. Easy Reporting to Show Your Impact

Katherine needs to provide high-level reports to business partners and executives. Using Keyhole, she can pull together meaningful metrics with just a few clicks.

Event Sponsors Love It!

For the 2016 Billboard Women in Music Awards, the social team tweeted video clips from the event post-broadcast, and successfully garnered engagement from an extended millennial audience who might not have tuned in on traditional TV.

Event sponsors loved it as they were targeting the millennial audience specifically.

In Stephanie’s words, “The ease of Keyhole is extremely valuable to social media managers.”

The post How Billboard Uses Keyhole To Boost The Hot 100 Festival appeared first on Keyhole.

As the world’s largest sports organization for people with intellectual disabilities, the Special Olympics represent more than 4.9 million athletes, alongside 1 million volunteers across the world. They began to use the real-time social analytics platform Keyhole to capture the social buzz around their 2015 World Summer Games in Los Angeles.

How Keyhole Helps

Keyhole’s Dashboard allows Ryan and his social media team to watch the social action of the Special Olympics unfold in real-time, with context-aware Posts that sort audiences based on follower count and engagement. This provides his team with insight into who is truly a “Social Ambassador.”

While monitoring social media action is a top priority, the social team at the Special Olympics also monitor and organize all celebrity endorsements and ambassador work, which allows the team to be far more robust when planning how social activations roll-out.

When Ryan’s team tapped model and actress Brooklyn Decker to work with the Special Olympics, they used Keyhole to see exactly how much engagement and conversions were being driven by her efforts on social. Combining influencer marketing with celebrities as well as social media stars allows Ryan and his team to really drive at what is the most optimal investment for social, year after year. All of which is monitored through Keyhole.

Reports from Keyhole ensure that The Special Olympics stay ahead of the game.

In a noisy social climate, being able to really drive home the organization’s importance is a top priority. Using Reports generated from Keyhole’s Tracker Dashboard, as well as custom reports infused with data from Keyhole’s API (available on certain Plans) allows the Special Olympics team to ensure that they “maintain steady growth.”

The post How The Special Olympics Captures Significant Moments On Social With Keyhole appeared first on Keyhole.

How do you determine whether or not you need a global Social Media presence?

“…the underlying macro forces of globalization and regionalisation may affect the optimal choice of companies’ strategy formulation, also depending on relevant drivers within the respective industry context. This statement emphasizes the importance of recognizing the environment surrounding the business in order to find the shape the right strategy and it has implications for strategies regardless of size. “…global as well as regional companies need to think through strategy at the regional level.”   – Regional Strategies for Global Leadership 

So let’s dive into the four critical tips…

#1 Don’t listen to Generic Data. Craft local strategy directly from listening to your local audience.

“While some generalizations may be fair, certain very strong differences, even within regions, go well beyond the already significant economic variance. Guangzhou and Shenzhen, for example, are both tier-one cities, located in the same province and just two hours apart. But Guangzhou’s people mainly speak Cantonese, are mostly locally born, and like to spend time at home with family and friends. In contrast, more than 80 percent of Shenzhen’s residents are young migrants, from all across the country, who mainly speak Mandarin and spend most of their time away from their homes. To be effective, marketers will probably have to differentiate their campaigns and emphasize different channels when reaching out to the people in these two cities.”

Yuval Atsmon, Ari Kertesz, and Ireena Vittal from “Is Your Emerging Market Strategy Local Enough?“

• Who is your audience? Even with the same product range, the users in each region may be different
• Where is your audience? → Focus on 1,2 channels
• What do they like? → Determine affinity categories and keywords

#2 Get a Centralized content hub ASAP

• Eliminate the internal costs of processing and fulfilling requests for marketing materials
• Reduce the time required to process and fulfill requests for marketing materials
• Enable corporate marketers to maintain effective control of brand messaging and brand presentation
• Simplify and automate the process of creating customized marketing materials, thus lowering customization costs. In addition, MAM technologies expand the degree of customization that can be done, thus allowing local marketers to create more relevant and compelling marketing materials.
• Reduce the use of obsolete marketing materials
• Reduce the costs of marketing materials obsolescence

• A Centralized Facebook Presence: No matter that version of the page a visitor gets routed to, all visitors will see the same page name (translated into their local language), fan count, and ‘People Talking About This’ counts.

• A Single URL: Rather than having to promote a different page URL for each localized page, global brands will be able to promote one single URL in all of their marketing efforts to promote their Facebook presence, since page visitors will be automatically be redirected to the appropriate version of the Page based on their geographic information.

• A Centralized Global Insights Dashboard: Rather than having to check the Facebook Insights for multiple pages, administrators of the main Global Page will be able to check Insights for all page variations in one centralized dashboard.

#3 Shorten feedback loop between Global and Local through local hiring and well thought-out Standardized Operating Procedures. 

1. Hire Locally

1. Braniff International translated a slogan touting its finely upholstered seats “Fly in Leather” into Spanish as “Fly Naked.”
2. Clairol launched a curling iron called “Mist Stick” in Germany even though “mist” is German slang for manure.
3. Coca-Cola‘s brand name, when first marketed in China, was sometimes translated as “Bite The Wax Tadpole.”
4. Colgate launched toothpaste in France named “Cue” without realizing that it’s also the name of a French pornographic magazine.
5. Coors translated its slogan, “Turn It Loose,” into Spanish, where it is a colloquial term for having diarrhea.
6. Electrolux at one time marketed its vacuum cleaners in the U.S. with the tag line: “Nothing sucks like an Electrolux.”
7. Ford blundered when marketing the Pinto in Brazil because the term in Brazilian Portuguese means “tiny male genitals.”
8. Frank Perdue’s tag line, “It takes a tough man to make a tender chicken,” got translated into Spanish as “It takes a sexually stimulated man to make a chicken affectionate.”
9. Gerber marketed baby food in Africa with a cute baby on the label without knowing that, in Ethiopia, for example, products usually have pictures on the label of what’s inside since many consumers can’t read.
10. Ikea products were marketed in Thailand with Swedish names that in the Thai language mean “sex” and “getting to third base.” 2. Have a Social Media Standard Operating Procedure (SOP) 

“Regional agencies will have online meeting bi-weekly to discuss what went well in each market and what not, and also discuss themes that we could work on that can be leveraged across. For instance, Chinese New Year. Spotify Singapore and Spotify Taiwan each created 3 content that we shared across the region.”

#4 Same Metrics, Different KPIs 

The post 4 Critical Global Social Media Marketing Execution Tips appeared first on Keyhole.

If it was a big enough event, it probably had a live-feed of an aggregated social media posts on a wall, their event hashtag plastered all over the wall blaring “hashtag me! hashtag me!”

It’s true.

Events today are inseparable  from social media. Social Media is Event Marketer’s BFF.

There’s a reason for this. 2 billion users possess active social media accounts today. Social Media is heavily used for self-promotion, and what is a better occasion for selfies and show-off posts than a Live Event?

If you’re an event marketer, social media marketing is a must. Additionally, utilizing event management software can streamline the entire process, from registration to post-event follow-up, ensuring a seamless experience for both organizers and attendees.

But before scurrying for the best event hashtag, remember to plan prior to the event, and  identify your business goals and map out where your audience is on social media.

Before doing anything, consider what your business objective is for using social media “to amplify” live events. Does your target audience actually follow your attendees through social media? If so, which networks? Once you’ve identified the right audience and the right channel, think about what the best message is for your attendees to send and how to make it a no-brainer for them to send it. Simply getting people to share with a hashtag does not equate to positive business impact.

Ben Grossman, VP Strategy Director | Jack Morton Worldwide

There are normally three distinct phases live event social media, each with specific goals. Pre-event you should be building buzz and driving registration/attendance, during the event you should be amplifying event activity, encouraging attendee sharing and following you should be utilizing content captured to extend the event reach.

Javid Louis, Senior Strategists, Social Media  | Sparks 

There are countless Social Media tactics you can use to amplify live events, but what unifies these tactics are three core strategies.

#1. Curate the Conversation

Social media has  changed the way we communicate with each other online. Using hashtags on social media campaigns can reach out to a wide number of audiences with a similar level of interests. As an event marketer, you must create a unique hashtag for your event for attendees to use to communicate with each other online.

You can measure your hashtag — or anyone else’s — by using Keyhole.

Here’s a great example of raising awareness of live events through a hashtag that Evian came up with.

Remember, a unique hashtag with a unique picture is even better! 

Make sure you announce the event hashtag repetitively during your program and have it displayed in visible locations like the entrance, near bathrooms, and near the food  (people love food!).

Some event marketers go all out and create social media handles for their events. This may be worth-while as 93% of those we surveyed found it’s at least somewhat important for events to have their own social media profiles according to a recent study by Sparks.

Pro Tip: Use services like Tagboard to display your curated social feed on a wall.

#2. Design your Event to tell a Socially Shareable Story

You have attendees, you have a hashtag, but now what?

To pull out the ultimate amount of User Generated Content through your event, you must have a core story and a series of content pre-designed by your marketing team. Having a compelling story will encourage people to generate more content and share the event online through social media, compared to an event without a story.

“The structure of your event, designed with story in mind, allows you to create the emotional link from your company’s speakers and content to your audience, whether that audience is comprised of employees, the public, or some other targeted group.”

Carlstorm Production

Let me give you an example. White House threw a Correspondents’ Dinner party – it’s a gathering organized by White House Correspondents’ Association (WHCA) is an organization of journalists who cover the White House and the President of the United States.

Building buzz around a party like this can be hard. WHCA used the very fact that they aren’t, um, “cool” to their advantage and created the hashtag #NerdProm for their event. Now that’s an Event with a story.

Spotted on C-SPAN: @Lupita_Nyongo http://t.co/mbl0lSCRQh #nerdprom #WHCD2014 pic.twitter.com/wwvCvvGM6g

— CSPAN (@cspan) May 3, 2014

#3. Invite the “IT” Crowd – reach out to local influencers

Remember back in high school when the popular kids would throw a party, and it was only then the entire school knew about it? (and wanted to get invited?)

There are always key opinion leaders and influencers in every niche industry that make or break the party – invite them to your event!

This is an easy way to connect and extend reach to local audiences. The key here is to find influencers that are relevant to your brand.

READ: Use Hashtags to Find Brand Influencers

It’s important you find the right people to promote the right content at the right time to the right audience

How do you do this?

Create “The List” – It’s critical that you create a VIP list way before the actual event. Keyhole’s Influencer feature is a great way to start. It will give you a list of top 1000 influencers relevant to your brand, keyword, or URL on Twitter & Instagram.

Customize the Invitation – No one wants to receive a mass email! Influencers are especially picky about emails because they receive countless invites every day. Make sure you show them that you’ve done your homework! Follow up on any RSVP and send reminders leading to the event. Craft creative invitation ideas to captivate influencers, ensuring personalized touches that stand out in their inundated inboxes.

Sparks recently conducted an in-depth survey of B2B consumers social media usage around events. We gained some key insights, such as people are most likely to share content featuring fellow attendees and 93% of those we surveyed found it’s at least somewhat important for events to have their own social media profiles.

Javid Louis, Senior Strategist, Social Media | Sparks

Pro Tip: Encourage influencers to take group selfies with the crowd with your event hashtag.

How do you measure success of social media marketing for events?

Successful social media marketing around events should be evaluated against business-building objectives tied to pipeline/sales impact, brand affinity, customer loyalty and advocacy. The most effective way to measure the impact of a social media campaign is to show correlation between social campaigns and marketing objectives. Measurable data such as impressions, reach and views are often indicators of performance, but are not necessarily representative of business value.

At Sparks, we have a saying that ‘all impressions are not created equal’. Impressions should be evaluated based on how they might have impacted business objectives rather than sheer volume. Also, mentions should be judged by quality and sentiment of what’s being said, rather than how often a message, brand or keyword is mentioned.

Javid Louis, Senior Strategist, Social Media | Sparks

Measuring the success of social media marketing for events should be part of a broader measurement plan for how your measure the efficacy of your event overall. Hold social media to the same success metrics you would any other initiative that’s part of your event. Pair social KPIs with core business objectives, like brand awareness, increased customer lifetime value or brand preference. Talking about “positive sentiment” or the number of posts doesn’t equate to a positive business outcome.

Ben Grossman, VP Strategy Director | Jack Morton Worldwide

READ: How to Use Influencer Feature for Contextual Influence

It’s important to try a mix of tactics and learn from your own data. There is no such thing as one size fits all for Social Media. As the author of Socialnomics, Erik Qualman said, “We don’t have a choice on whether we Do social media, the QUESTION is how WELL we DO it ”

Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

The post 3 Ways To Use Social Media To Amplify Events appeared first on Keyhole.